These analytics require some explanation and so I’ll give you a brief rundown.

The conversation raterefers to the number of audience comments or replies per post and provides quantitative as well as qualitative data about the audience. The amplification rate refers to the rate at which your followers take your content and share it through their network. The applauserate is the number of likes per post.
These measurements provide unique statistics that indicate what your brand is doing well and where it can improve.

Pizza Hut nailed it, with consistency cross the board and should just keep on keeping on.

Curiously, Domino’s takes the lead in the applause rate. “Liking” a post is the least engaging thing a follower can do, and so one might consider that the applause rate may not be the greatest indication of effectiveness. If the goal is to maximize audience participation, is Domino’s is posting enough engaging material?

Don’t let the graphic deceive you, Little Ceasars‘ is doing well. The brand is consistent in all three categories; the numbers are just smaller. This makes sense, with 6x less fans than Pizza Hut.

According to the study, Papa John’s‘ activity is dangerous because they have many comments but few likes or shares. What would cause this? A closer look…

Check out a previous post on Papa John’s for more info on this controversy.

Lastly, Papa Murphy’s is doing alright. It might not hurt for them, like Domino’s, to reach out to their fans by posting more engaging content.

I was totally enlightened by these social media metrics and glad to share them with you guys. I think the most important thing to take away from this analysis is that numbers mean very little if the context and meaning behind them are neglected. These metrics are a way to view your campaign comprehensively, but brands should not make the mistake of ignoring the content behind the numbers.

For more information about how to measure a brand’s social media effectiveness, I reccomend Occam’s Razor‘s “Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value”.

The short 30 second clip begins at a serene lakeside park one sunny afternoon. A man is fishing and lands a big catch. He exclaims, “Woo! Fish!” Another man, enjoying lunch at a picnic table nearby, shares the joy. “Woo! Five Dollar Pizza!” And then a girl comes up raising above her head a bizarrely calm dachshund, “Woo! Dachshund!”. They woo back and forth, and so the three strangers exult in delight in the simple pleasures of life. A big fish can be exciting. So can a five dollar pizza. And so can a dachshund, I suppose.

In June of 2012, Little Caesars teamed up with ad agency Barton F. Graf 9000 and launched it’s first national ad campaign in over fifteen years. This fishing ad is what it came up with. It’s short, simple, sweet, and when it’s over, you sort of wonder of what you just watched. It’s random, funny, memorable, and consistent with the kind of marketing Little Caesars is known for.